Sony’s hi-tech, low-energy flat screens are here…

In response to questions about consumers’ willingness to pay more for a greener TV set, Baker said, “the public appetite for green products had not waned during the downturn, although their preparedness to pay a premium had collapsed.

“Demand is there, absolutely, but don’t ask them to pay a massive premium for it,” he said.

“Sony’s use of the light bulbs is key to making intangible benefits tangible to buyers. They’ve probably been used too much now but it helps people make an informed choice and bring it back to a personal level.”